Abstract
This study aims to enhance our understanding of digital marketing management, particularly the impact of electronic service quality, electronic word-of-mouth, and electronic payment on customers' purchasing decisions within the realm of TikTok shops. Employing a quantitative research approach, the study encompasses a population of customers who have installed TikTok Shop on their smartphones, with a sample size of 160 respondents surveyed. The collected questionnaire data underwent analysis using SPSS, revealing that E-Service Quality, E-WOM, and E-Payment significantly influence customers' buying decisions. The research outcomes offer valuable insights for developing effective strategies to enhance business sales through TikTok Shop.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: JOURNAL OF ECONOMICS, FINANCE AND MANAGEMENT STUDIES
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
